Software
Interactive holograms play starring role in Lionsgate flick
November 13, 2025
The release of "Now You See Me: Now You Don't," a Lionsgate film, offers a unique interactive element created by Proto Hologram for movie goers at 15 theaters when the film debuts this month.
The experiences, first-to-market hologram popups, includes a first-of-its-kind Proto selfie feature — where the star actually takes the selfie with the fan, according to a press release.
In the promotion, the holograms take out their own cell phones to capture selfies with the theater patrons, who can download the images via QR code.
"This amazing technology borders on magic, so there's no better way to anticipate the release of Now You See Me: Now You Don't," Kevin Grayson, president, worldwide distribution for Lionsgate, said in the release. "Get your selfies with the cast now, before they disappear."
"This represents a new milestone for holographic experiences in cinemas, and the largest theatrical activation Proto has ever delivered," David Nussbaum, founder and chairman of Proto Hologram, said in the release. "We were thrilled to work with Lionsgate to bring the cast directly into theater lobbies."
